This document discusses the importance of mobile marketing and provides guidance on developing an effective mobile strategy. It begins by noting that mobile access is now essential for reaching many consumers. It then outlines a mobile roadmap that includes strategic planning, mobilizing websites and content for all devices, connecting with audiences across platforms, and collecting user data. Key recommendations are to focus on the audience rather than any single tool, keep mobile experiences simple, and thoughtfully promote mobile initiatives. The document argues that a comprehensive strategic approach is needed for mobile to differentiate brands rather than be an afterthought.

1. Your Target
is Mobile…
Are You?
Property of Growth Matters Media – Authored by David Apple Former CMO of Augme Technologies for iStrat Conference 2011.
REFERENCING THIS DECK WITHOUT SOURCING IS ANNOYING. THANK YOU

2. Welcome
Authored by David Apple and team of dedicated professional set on developing
a standard language and solutions to guide global companies through the
monstrous growth of mobile marketing, not for bloggers to cut and paste and
make their own… feel free to use, but please source…
Authored in 2010 By David Apple, Former CMO and Principal of Augme
Technologies, specifically for a captive audience at iStrat February 2011.
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3. Agenda
• Overview
• Mobile Roadmap
• Bringing it all Together
• Rules of Mobile Marketing
• Q&A
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4. Mobile is Now a Necessity
“In 10 years we have seen the
internet go from a slow, stationary,
information vending machine to a fast,
mobile, communications appliance
that fits in your pocket…If your
organization’s information is not
available on a small screen, it’s not
available at all to people who rely on
their mobile phones for access. ”
“The Power of Mobile” Pew Internet and the American Life Project
.
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5. Who’s coming to the Party?
Constellation Wines
(Robert Mondavi, Simi, Clos du Bois, Blackstone)
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6. You’ve Got
20 Minutes to Live…
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7. Is this doing mobile?
iPhone-only App Callout
Only available mobile experience is
an app for iPhone users
• Website not mobilized for
any device
• Limits dialogue to iPhone users
who take the time to download app
Proprietary Tag
Consumer must download proprietary
reader before engaging with the brand
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8. What’s probably happening…
Lack of knowledge around breadth of
mobile marketing solutions
Paying someone for a tactical, off-the-
shelf solution for one audience
segment
Pressure to do something in mobile –
internal, consumer, press
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9. What’s needed?...
A lot more strategically planned
mobile executions
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10. Mobile is the vehicle, not the message
• Brand should be the message - the
communication vehicle is the mobile device
• Mobile Marketing can most effectively connect
brands with consumers when consumers don’t
have to make technology decisions
• Mobile campaigns should be about a
conversation with the brand, not alienating
consumers that don’t own a specific device or
technology
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11. Case Study:
Constellation Wines
(Robert Mondavi, Simi, Clos du Bois,
Blackstone)
Engage the consumer in the way
they choose
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12. The Mobile Roadmap
1. Strategic planning
2. Mobilize
3. Connect
4. Collect
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13. 1. Strategic Planning
• Align Mobile marketing to brand’s business objectives
• Now is the time to dip toe into mobile marketing to
develop learnings from mobile campaigns
• Mobile executions should engage your target in the way
they want to be engaged
• Understand your brand’s target and how this target’s
specific mobile behavior can be used to develop the most
effective brand communication
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14. 1. Strategic Planning
The Customer Journey
The strategic integration of mobile
marketing into all brand touchpoints
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15. 1. Strategic Planning
The Goal of Mobile
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16. 2. Mobilize
Over 50% of web activity occurs on a mobile device,
yet less than 10% of digital assets are currently mobile
ready.
Non Mobilized Mobilized Site Non Mobilized Mobilized Site
For all device For all device
Site types
Flash Site types
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17. What about Apps?
Apps as Utilities
Planning
required for
introduction to
marketplace
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18. 3. Connect
Marketers are enamored with the shiny
object:
18 Copyright 2011 Augme Technologies Inc.

19. 3. Connect
19 Copyright 2011 Augme Technologies Inc.

20. Connect (or not)
Response times between
2 and 72 hours
Multiple technology
issues
QR code on traditional
media in subway with
no service
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21. 4. Collect
Right now mobile marketing is more about
gathering data than analytics. That will soon
change.
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22. Bringing it all together
1. Strategic planning
2. Mobilize
Targeted
Content to your
3. Connect
Target Audience
4. Collect
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23. Rules of Mobile Marketing
Your plan must be comprehensive and fully
thought-out.
Not just a one-off deal, such as slapping a QR code on a single display or
package.
Strategic Planning is crucial.
Mobile can’t be afterthought that gets tacked on at the end of the planning
stage.
Don’t expect it to differentiate your brand.
Mobile needs to provide value.
Focus on the audience, not the tool.
Identify the consumer first, then determine the tools and methods for reaching
them.
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24. Rules of Mobile Marketing (con’t)
Assess your brand’s role realistically.
Ask yourself this: Does my brand actually need a mobile marketing component,
such as an app? The answer won’t always be “yes.”
Keep it simple.
Forcing customers to download an app or upload a photo keeps the mobile
experience from being what it should be: fast and easy.
Pull smartly, push gently.
Just because mobile users are always “available” doesn’t mean they should be
contacted relentlessly. Be thoughtful: let the consumer decide when and how to
use your mobile assets.
Promote your efforts
Launching a QR campaign or a new shopping app into the market itself
requires promotion – something that is often overlooked when it comes to
mobile advertising.
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25. Thank You!
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